Singapore Consumers Need for Uniqueness with Fashion Luxury Brands

摘要：

This study sets out to examine the relationships between consumers need for uniqueness (CNFU), status consumption, brand perceptions, brand prominence and purchase intention of fashion luxury brands among Singaporean Generation Y consumers. An online survey host was used to collect data from Singapore residents and permanent residents. The research questionnaire is designed to first assign consumers into groups according to the 3 categories of CNFU or status consumption. This is followed by testing consumers brand perceptions towards a brand based on brand prominence. The research will suggest that the positive established link between consumers desire to be unique, their preferences towards a loud or subtle brand and satisfied perceptions of a brand will lead to purchase intention.

关键词： consumer behaviour brand perceptions brand prominence Singapore

作者: Peline Tan Ian Phau

作者单位: Curtin University, Western Australia

会议类型: 国际会议

会议名称: The Thirteenth West Lake International Conference on Small & Medium Business(第十三届西湖国际中小企业研讨会 WLICSMB2011)

会议地点: 杭州

会议语种:英文

页码: 297-307

在线出版日期: 2011-10-15（万方平台首次上网日期，不代表论文的发表时间）